Project Role: Project lead to manage the ad mock by briefing the creative agency (2-Twelve Studio), consolidating internal feedback and providing creative direction on rounds of reviews both internally and externally with Best Buy.

Overview: New digital imaging store layout called the Camera Experience Shop in which Sony participates with their own freestanding display able to assort ~18 SKUs plus additional camera lenses. Best Buy launched 6 pilot store locations with the participation of Canon and Nikon, in addition to Sony, with the objective of competing with camera specialty shops that historically have a wider assortment and deeper knowledge of premium and DSLR cameras.

Project Role: This project was transitioned to me during the installation of the display. I took over as project lead to see through installation and repair & maintenance (R&M) plan. I worked with the display manufacturer (AGI), security vendors (InVue and MTi), print vendor (The Bernard Group), and creative agency (Catapult) to finish display execution and gather feedback from the shopfront to prepare for graphic refreshes as new SKUs have been added to the display and in anticipation of Best Buy expanding this experience to additional locations.

Results: Shopper feedback has been extremely positive since the launch in April 2014 with anecdotes that customers didn’t realize Sony had such a wide assortment of premium interchangeable lenses. Sony’s credibility in the digital imaging category is greatly improving as a result of this new freestanding display.

Project Role: review and approve creative and media plan in partnership with media agency (UM) and Amazon Media Group (AMG).

Results: 4.7MM impressions with high CTR and considerations as a result of high level of recall from an earlier run of the campaign during holiday, as well as strategic placements above the fold and exact targeting of intenders and super users.

Overview: This piece is a full spread for the Delta Sky Magazine which was part of a larger sweepstakes campaign that I managed to promote awareness of Sony’s advanced point-and-shoot digital cameras by encouraging consumers to enter for the chance to win a dream vacation and learn about cameras that can help them capture important memories.

Channels: This spread ran in the September and October issue of the Delta Sky Magazine

Project Role: Project Manager for the full campaign, negotiated media placement and secured added value in digital banners, e-newsletter (CRM), and second print ad to be used at a later date. Briefed creative agency (Catapult) and provided creative direction and coordinated internal feedback.

Results: 5MM+ impressions. Delta Sky was chosen as a media partner because they are the largest airline with over 13MM passengers per month, and thus the highest in-flight readership with a matching target audience profile.